'The Medium is the Message'

“Medium is the Message” one of the fundamental theories that was developed by Marshall McLuhan. Although people tend to focus on the obvious, McLuhan tells us to look beyond the obvious and to seek the non-obvious changes that affect our societies in a direct way. McLuhan always considers that the medium is like the fertile soil into which a seed is planted. Thus, audience should focus on the medium that disseminates the message and from which all the changes are emerged. He writes “it is too typical that “the content” of any medium blinds us to the character of the medium itself” When people are focus on the medium, they will notice the changes in their societies and cultures. Furthermore, public will be able to control the detrimental effects before they become obvious to everyone, and before they spread among the successive generations.